The Anatomy of Winning a Call to Action

Calls to action feature across every part of your digital marketing strategy. Your PPC ads, social media content, blog content, landing pages and your website should all feature effective calls to action to get your customers to click and travel further through your sales process. If your customers are not clicking through, they’re not going to convert.

One of the main reasons for customers not converting is due to a weak call to action. Effective calls to action are the best way to get people to buy, read, click and download from your website. Your call to action tells your prospects what steps you want them to take once they arrive on your landing page. It’s not as simple as simply asking your visitors to click and creating a huge flashing button. Calls to action must be well worded and well designed.

Why is a call to action important?

If you’ve spent a huge amount of time and resources optimising your landing pages or website in order to help convert your website visitors, the likelihood is, you’re going to want customers to convert when they get there. So, if they stumble at the last hurdle when you ask for something from them, your efforts are going to be wasted. The call to action is one of the most important elements of the page, it tells the user what you want them to do next.


Before you start writing any calls to action, you should define your goals. Do want to capture leads, gain more traffic? Whatever the purpose, your call to action should match the goals you’re looking to achieve.

Compelling, Snappy Copy

Choose the wording of your call to action very carefully and make it relevant to your audience in order to tell them what they need to know before they proceed. Make sure you’re driving people to take action with the wording and not just informing them about what you’ve got going on in your business. ‘We have a sale’ or ‘we have a new blog post’ are not nearly as effective as ‘read our new blog today’ or ‘shop our sale now’.

What are you going to offer?

Offering something for free is a key way to try and get users to opt-in to try your product or service. What format are you going to offer? This will all depend on your target audience and what they’re looking for from you.

  • A free trial
  • Free consultation
  • Free white paper or eBook
  • Webinar access


You might have written some killer copy but if your call to action doesn’t stand out from the crowd, no one is ever going to click through. Make sure the colour of the button stands out from the rest of the page and that the text is readable. You might have to test different colours to see which ones convert best for your audience.

The following elements are also included in the overall design of your call to action button:

1. Placement

The placement of your call to action button can also affect conversion rates. In most cases, it is recommended that the call to action appears above the fold, making it easy to find and meaning that users can find it quickly and without having to scroll through the page.

2. Colour

There is no right colour for a call to action button but always make sure that it stands out from the rest of the page. In order to find the best colour, you may have to A/B test various colours to find out what appeals the most to your audience.

3. Size

Tests show that bigger buttons drive more conversions so, the more obvious you can make the button, the more likely your prospects are to click through.

4. Does it look clickable?

The call to action is the main focus of your page so don’t let it be overpowered by other elements on the page and make sure it looks clickable. If your customers can’t find a button to click, they’re going to leave your page without clicking.

Optimise for device

If you find that your landing pages are working well on a desktop but not on mobile, you might want to consider optimising your CTA for different devices in order to get better results. Mobile devices tend to have different user behaviour and search intent than desktop computers and tablets. People who are searching on their mobiles are usually looking for something quickly and want an easy, effortless sign-up process.

Keep refining

If your call to action isn’t working, don’t be afraid to play around with the wording until you get the results.

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